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Your Audience Dictates What Content Goes Up: Aadar Malik

Malik shares his views on how the influencer marketing space has grown and evolved and what fuels revenue for the domain

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Aadar Malik has over 33.4K followers on Instagram and 88K subscribers on YouTube. He is the nephew of the Anu Malik, the Indian Music-composer and director. He was part of the comedy group SNG. Now, he is seen on the new show The Internet Said So on Varun Thakur’s YouTube channel. Malik also recently made his acting debut in the French film, 'Sun'. The movie released on July 24 and did the rounds of international festivals.

The Influencer Market has grown tremendously in the past few years in India. Even brands have picked up on the popularity and have leveraged from the same. This trend has given rise to a new set of digital influencers, who are changing the way brands interact with consumers online. 

Speaking about how he makes sure his content is relevant to his core audience Malik stated, “I think we eventually come to know through the number of views. You need to try to come out with as many creative ideas as you can and that’s what we are doing right now especially, as stand up comedians. Your audience dictates what content goes up just through the views, and comments. It’s straight-up interaction.”

Talking about how the Influencer Marketing space has grown in India Malik remarked, “It has been fantastic. The last three years have absolutely changed what we do and how we treat the space. The word Content Creator didn’t exist when we started making YouTube videos. It has been coined over time because it has become so big.”

What fuels revenue for an Influencer is it brand endorsements and if yes, is it a long term strategy for Influencers to generate revenue? “In my case, it is in between brands and creating brand content as well as live shows. I know that is not something that influencers really look at, but for us, as comedians live shows are a major revenue source. Stand Up specials are also another revenue source for us. I’m still trying to wrap my head around how people who are just creating content from their studios or from their houses are figuring it out. We are learning along the way.” 



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